To accompany all of the new OSP for ITV’s suite of channels, a new set of idents was needed. There was a desire to break the mould and create more of a family feel across the network.
The concept centres around using a set of locations across all channels, each with different things happening in them dependent on the channel’s individual tone of voice.
To bring the creative into line with the rest of the OSP, which uses a cursor device for each channel, we devised the ‘swipe’. This allows each channel’s individual cursor to literally swipe the camera to find the action, as demonstrated in the initial animatic below.